Lack of investment in web performance translates to higher carbon emissions in a time when we desperately need to lower them.

It’s never been easier (and in some cases, more affordable) to create, host and serve sites and applications across the world to tens of thousands of visitors. Financials and implementation complexity are only two factors of the actual cost. The ease of publishing obscures the critical cost under *it just works* hosting magic.

The less performant our site is, the more unnecessary emissions it creates. The impact is multiplied by the size of its audience. Web performance isn’t an aspirational feature. It’s a necessity.